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As we know keywords are the building blocks for search engine optimization campaigns. A keyword is by far that essential cornerstone in any SEO puzzle – it lies exactly where an internet user, a business or a search engine meet. Starting with web users who first use a string of words for search, it becomes keywords and gets matched against available content on internet by SEO crawlers. This results to a personalized list of website for an individual that contain those keywords. A list of millions of websites are ranked as per relevancy and importance however only the top 10 on page 1 are visited . The rest are almost as good as not present because hardly 10 % go beyond page 1. All business and website owners interested in high traffic vie for ranks 1-10. And there lies the importance of research for right keywords

So what about keyword mix- what is it to do in keyword research. Keyword research is listing down top 5-10 (these days an extended list of many more is used) words and phrases that are relevant to a business or its objective. An objective could be to launch a new product, rebrand or remarket or in general popularize products or services. Whatever it is a research is good when keywords or search terms are ones that are frequently used by actual, interested audience. The mix pertains to diversification and inclusion of words from all related quarters.

A good mix contains a combination of high and low competition keyword, all types of search volume (searches per month), locational and language specific, broadly matching an industry and specific to the niche service etc. So how to have a great mix of keywords?

Start with a broad search-

1. Get broad ideas by typing generic keywords in the Keyword Planner Tool. The result will give search volumes, completion bid etc. Not only for the ones you typed but also related ones.

2. Ask friends and colleagues-Know how will people knowing about you search for your service

3. Ask customers and clients- know how people who initially did not know you reached you. Disruption alert- this exercise could help you see what you service mean to others and how customers see it

4. Check Google Trends for latest and trending topics being searched.

5. Conduct a rough competitor analysis by typing the competitor URL on Keyword Planner tool and check all keywords that they have been optimized for.

Narrow down the list (some of these could be reputation of steps already used)

1. Type down broad keywords on Google and Bing and check keywords related list at the bottom of the page. This is search for cat food on Bing:

2. Use the keyword planner tool again and filer by location and competition (high low medium). Sort by search volume

3. Type down 2-3 keywords on the planner tool and check out how they compare.

1. Are these keyword listing your competitors- what are the top 3 websites or pages ranked using these keyword. Visit the pages and check the content

2. Check out where your page or w website is ranked for those keywords

3. Do you have intent of keywords matching any one or more of these- learn, understand, fix, know, visit, buy etc.

4. Do these keywords have secondary keywords that can be derived from them.

5. What flavor of intent do they relate to- Navigational, Informational or Transactional?

After this exercise, you will hopefully have a list of great keywords which best suits your product or service. Its time now to implement them and check results using analytics or Google analytics SED reports

Keywords are the basic building blocks of SEO. Keywords are what people use to search on search engines, what search engines match with the content on a business site and what businesses should keenly observe and customize their content so as to rank high on search results.

The importance of keywords in SEO can never be overstated and even more is the importance of impeccable research. 7 points to keep in mind before you set forth on this journey.

Business Objective-

Keyword research can get very tricky depending on the business type and the idea being marketed on search engines.

So if an ecommerce of apparels, is rebranding or e positioning its product to premium quality, or introducing a new line of products, the choice of keywords will matter a significantly

Aim to have a better mix of keywords than a long list. By mix I mean diversification. The top 5-10 keywords that your are aiming to optimize your site for should be as assorted as possible.

It should include keywords with different levels of competition, varying monthly search volume by web users etc.

It should also include keywords broadly related to industry and specific to the niche value proposition of the individual business.

Keywords should also cater to intent of search which could be – navigational(go or land on a page), transactional (do something) and informational(know something. )

So the purpose of the search behind the words will not just create

Location specific to capture local searchers. For example a Therapeutic massage salon will always have customers that are looking for location services

Use Synonyms for an extended set of keyword – The top list of 10 keywords are actually definite ideas or category of keyword you want . The research is not complete without variations using synonyms .

Google Search engines , uses synonyms to identify, associate and relate the meaning of keywords. So prepare a list of at least 30 keywords , derived from the top 5-10. Make sure to use this in your content for best results.

Keyword research could be disruptive . It could lead you to conceptually redefine your product or service line. This is because when you are researching keywords, you are not only finding words that people search but also their intent.

So for eg: the intent of user searching for photography is educational while the users searching for photographers in a location is perhaps wanting to buy a service. So every time you put yourselves in place of a potential customer- you will discover new ways , terms and uses for your service. So be open to accept or at least critically analyze these ideas during your research.

Keyword research is not one time thing- it siscyclical, progressive and ever evolving ( with time). Certain keywords could be seasonal while others could be too early to optimize your website with.

So pumpkin flavors is not that great keyword for cake shops during winter or summer and Google analytics was not a great keyword for web analytics service providers 10 years back when its was just launch and hardly known.

A keyword research should precede content development. Not that content cannot be changed later, but this research is worth nothing without a befitting content.

So its always advisable to complete this exercise before you design your website . As we all know keyword is used not only in the main body of a page, but should also be found – in H1- headings, page titles, page descriptions, URI, alt texts and tags of images etc. This gives a unified approach to increasing relevance – which is one of the two ideas behind SEO campaigns.

The other is importance.

The best person to do keyword research for your business is you as no body knows your business better. Even if you entrust another agency, make sure you review keywords carefully . Make sure they are tied to the business objectives .

More coming on DIY guide to SEO and keyword research, SEO check list and requirement or your expectations from SEO vendor.

The free service measures a variety of statistics, such as traffic engagement, navigation within websites and actual sales. However, using it effectively is not easy, especially for entrepreneurs who are new to the tool or new to web business.

This interactive session will take you through the different pieces within Google Analytics, help you get comfortable with the tool and, most importantly, present a unique, simplified approach to help you make sense of Google Analytics reports.

Instructor Pamela Chandra, founder of Hedgehog Insights, has performed data analytics with Accenture and Time Warner retail. You can find more information about her work at http://www.hedgehoginsights.com.